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Wine Adwords: Carefully Add Some More Keywords

Adding more keywords to your Wine Adwords ad group

This is one of a series of posts for wine retailers wanting to have a go at Adwords for the first time. This is what we’ve done so far:

  1. We created an Adwords account then launched a text ad.
  2. We looked at the difference in broad, phrase and exact match keywords.
  3. We analyzed each part of the ad copy: Headline, Description lines, URLs.
  4. We set up a test of two versions of the ad copy.

Now we’re going to start adding some keywords to our adwords keyword list

Back in 2008 Google advertisers used many different tools from companies other than Google to come up with a great keyword list. In 2009 Google got its act together and it’s keyword tool now gives excellent keyword ideas for free. What’s more it’s based on an accurate database of keyword searches whereas the other tools were not.

Which shows the following fascinating wine adwords data (I’m such a geek) by column and sorted by relevance

  • The keywords (that Google’s database of user search queries shows) are related to napa valley merlot
  • The amount of advertiser competition for these keywords
  • The local search volume for each keyword, in our case for English & US
  • The global search volume for each keyword i.e. all countries and all languages
  • A match type selector to see the difference between match types.

Here’s what I see in these wine adwords keyword ideas

  • That napa valley merlot has a lot of search and competition
  • That napa valley vineyards merlot has more than 1000 searches per month (Dec-09) and so is a strong second keyword phrase
  • Beringer and Blackstone are the most searched for brands on the US side
  • Duckhorn, Robert Mondavi and Sterling are popular on the global side
  • There are some other brands that may or may not be popular which I should probably include
  • That as per normal consumers have different ways of constructing their wine search query (e.g. sometimes with the year at the start, or end, or middle, or not all).

That Duckhorn, Robert Mondavi and Sterling are popular on the global side but not local seems odd. Why wouldn’t they also be equally popular in the States? I’m going to make a judgement call and say that they are and Google’s software has thrown up some nonsense. I have no reason to believe that other than my personal judgement :), and such is the world of making keyword choices.

I would suggest a beginner advertiser do the following

  1. If they stock any of the brands listed then add them to their keyword list by going to Adwords > Campaign > Keywords tab > then click on the button + Add Keywords.
  2. Also add napa valley vineyards merlot
  3. Add them for all match types: broad, phrase and exact
  4. Look at your bestselling Napa Valley Merlots and add those as well.

If you’re a little more advanced then

  1. Create three more ad groups and put all the broad match brands in a Napa Valley Merlot Broad Match as group, all the phrase match in it’s own Phrase Match group and likewise for Exact match.
  2. Keep Napa Valley Merlot in its own ad group with napa valley vineyards merlot.

This way you can track what group gives you more clicks and more sales. Then you adjust your bid prices and the time you spend on the particular ad group based off its importance (80/20 rule).

Do not add merlot or the other regional merlots to this ad group

We want it tightly focused on this theme. In particular we want to use the headline Napa Valley Merlot.

There is much more you can do but that’s the fundamentals.

Was that clear? What would you recommend or alter?

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